In an era where artificial intelligence is reshaping every corner of the business landscape, brands are struggling to stay relevant and differentiated. While most marketers are still exploring the role of AI in creativity, content generation, and consumer engagement, only a few have managed to cut through the noise with work that’s not just AI-enhanced, but insight-led.
Doritos is one of them.
Their latest innovation, Doritos Silent, wasn’t born from a fascination with technology. It emerged from a clear, customer-centric insight: young people love snacking, but their squad hates the crunch.
From Observation to Insight
PepsiCo-owned Doritos has long recognized that its core audience overlaps significantly with Gen Z and the gaming community. But instead of just advertising in those spaces, the brand chose to listen. And through that listening, a specific insight came into focus.
Many young people wear headsets while gaming, working, or socializing. And while snacking is common during these activities, the unmistakable crunch of Doritos, one of its most iconic features, was becoming a barrier to smooth interactions. For the person eating, the crunch is satisfying. For those on the other end of the conversation, it’s disruptive. Some even stopped snacking on Doritos during gaming sessions.
This wasn’t just a data point. It was an insight and theone that redefined Doritos not just as a snack, but as part of a shared social experience.
Doritos didn’t respond with a flashy new flavor or a clever ad. They built a tech solution rooted in empathy.
Partnering with their in-house creative agency, the brand trained an AI model on over 5,000 variations of crunching sounds. The result was a system that could detect and remove the sound of crunching Doritos in real time from a user’s audio feed, without affecting their voice.
The person eating still hears the crunch. The others do not.
It’s a playful solution, but it addresses a real, friction-filled moment in everyday interaction. By solving this micro pain point, Doritos showed up for its community in a way that felt genuinely helpful, not gimmicky.
A Campaign That Spoke the Audience’s Language
The launch campaign was just as insight-driven. Teasers appeared across the UK, with outdoor ads showing Doritos chips tucked into people’s ears alongside the line: “You won’t hear it coming.” Bold, slightly absurd, but completely aligned with the humor of their audience.
The Doritos campaign is a powerful reminder that good research doesn’t stop at data collection or surface-level observation. It only becomes meaningful when brands explore what that data means in real, human terms.
The Doritos crunch wasn’t just a sound. It was a blocker to connection. The solution wasn’t just AI. It was a demonstration of empathy.
Doritos didn’t need more data to win with gamers. They needed one strong insight and the courage to act on it.
Conclusion
As marketers and strategists, it’s easy to be dazzled by technology or overwhelmed by the volume of data available. But real impact lies in understanding the emotional, cultural, and contextual layers that drive behavior.
At Unpac Research, we go beyond data. We uncover the human truths that inspire creativity, drive strategy, and deliver measurable outcomes. Because when brands take the time to truly understand their audiences, the results are not just effective but they’re meaningful.
Title: Making the Invisible Visible
In today’s world, where brand purpose can be just as important as product performance, Vanish’s work with the neurodiverse community stands out as both meaningful and strategic. This case study highlights how empathy, backed by genuine customer insight, can build deeper engagement and long-term trust.
Vanish Saw What Others Missed
Most fabric care campaigns focus on stain removal and cleanliness. Vanish took a different approach. The brand explored how clothing affects self-expression, identity, and comfort, especially for people with sensory sensitivities.
Through qualitative and ethnographic research, Vanish uncovered a powerful insight:
“For many autistic individuals, clothing isn’t just functional. It’s emotional.”
Texture, fit, and familiarity can significantly impact mental well-being, yet the fashion and fabric care industries rarely acknowledge this reality.
The Qualitative Insight That Sparked Action
Working closely with autistic individuals, families, and experts, Vanish learned:
- Some fabrics or washing methods cause discomfort
- Favourite clothing items often provide emotional stability
- Losing or damaging a cherished item can lead to distress
These insights reshaped Vanish’s perspective. Fabric care was no longer just about preserving garments; it became about protecting comfort and confidence.
With no initial budget, Vanish created a short film about Ash, a teenage autistic girl and her attachment to her hoodie. The film won the Diversity in Advertising Award and earned £1 million in free media airtime across major platforms.
But the campaign didn’t stop there.
Vanish expanded its message across cinema, digital, and television. The campaign aired during prime-time slots on shows such as Gogglebox, Ant & Dec’s Saturday Night Takeaway, and Celebrity Great British Bake-Off. Autism advocate and brand ambassador Christine McGuinness helped amplify the story further on Lorraine and Sky News.
To deepen its impact, Vanish partnered with the charity Ambitious About Autism to launch an online resource hub. A campaign run through Good-Loop converted ad views into donations, raising £25,000.
Vanish also collaborated with teen creators on TikTok, who shared personal stories about their favourite clothing items, turning content into meaningful conversations.
The Impact: A Brand Reimagined
This wasn’t just a powerful campaign. It was genuine change:
- Vanish recorded its highest search volume in 10 years
- A 69% improvement in overall brand opinion
- A 15% increase in the perception that Vanish “raises awareness for autistic people”
A brand once known primarily for stain removal became a symbol of empathy, inclusion, and care.
Why This Matters
Vanish’s campaign is a powerful reminder that some of the most impactful brand ideas do not come from product benefits alone. They come from insights rooted in real human experiences.
At Unpac Research, we bring together deep cultural knowledge and innovative methodologies to deliver customized insights, strategic recommendations, and tailored research solutions. After all, when brands take the time to understand the communities they serve, the outcomes can be both meaningful and measurable.
